Targeted Contact Mapping & Campaign Content Alignment

The ability to map and target specific contact types is increased with higher levels of intelligence. This greatly enhances your ability to align your specific content to the audience and create a more responsive contact universe. To boost pipeline velocity and downstream revenue alignment, marketers can use this high-level mapping to create engaging micro-level campaigns.

Learn how Lenovo leveraged “competitive intelligence” to drive repeatable and predictable MQLs/SRLs and grow market share for their workstation products.

For today’s digitally demanding customer, a rich, personalized customer
experience is quite simply the cost of doing business. It is no longer a differentiator, but the standard. It is a journey defined by the customer, who is setting a new pace in an intensely personal race that, in their mind, only involves one runner. This leaves leading marketers to question where and how the next great evolution will happen…and whether their organizations are set up to leap ahead of the curve. Are they set up to thrive, or will they become irrelevant and eventually obsolete?

Agility becomes a key denominator in this new marketing equation. With customer knowledge dispersed across systems of records, insights, interactions and an array of new sources of data, organizations need the business agility to be able to leverage insight from these disparate sources of information. This also requires the ability for the entire customer experience to be optimized—not just the deployment of campaigns—so that opportunities can be captured faster in order to beat out rivals also looking to connect through revitalized customer experience strategies.

We will be joined by Pitney Bowes’ Jeff Goldberg, Product Marketing Lead for Customer Information Management, who will share an expert perspective around creation of a digital marketing record for increasing conversion rates and improving marketing communications overall.

Join us on 29th July for a webinar looking at how to make the most of your entry into the Masters of Marketing. Covering the entry process, what to include, some ideas to help capture the judges attention, as well as some hints and tips to help you showcase your work in the best possible light.

Demand generation teams now have access to more data on customers and prospects than ever before. Using predictive analytics, you can quickly turn mountains of data into high converting campaigns for each stage of the buyer’s journey.

Watch this Demand Gen Report webinar on-demand to learn how predictive analytics can provide marketers with a new weapon for battling the data deluge. This Lead Life Cycle session hosted by Lattice CMO Brian Kardon covers how to:

* Use predictive scoring at every stage of the funnel;
* Prioritize inbound demand; and
* Spot cross-sell and up-sell opportunities.

In 2007, a CMO Council study tracked how senior marketers were embracing the customer in real-time, personalized engagements. Were we realizing the goal of “right message, right time, right channel” in our communications? In the study, 47 percent of marketing respondents felt they did not have a full view into the profitability of a customer, including access to customer lifetime value insights. 60 percent predicted personalization as a key route to maximize customer revenue, but the majority indicated they lacked the metrics needed to effectively leverage data to personalize experiences.
Eight years later, many marketers feel they are in the same position as they struggle to optimize the customer journey using real-time insights and intelligence that enable them to craft robust customer experiences where revenue – not engagement metrics, like clicks or views- is the goal.
While marketers still look to power experiences with personalization and relevance, customers now have different needs. Service expectations—from self-service to always-available personal or face-to-face service—rapidly increase as customers are not willing to wait for resolutions to issues. Our customers have new and more compelling options from disruptors. Despite years of loyalty building, customers are more willing to leave a brand in favor of experiences and service options that deprioritize pricing and promotions. Customers now demand to be known and heard.
To address some of these issues and better understand how real-time marketing decisions are directly impacting customer engagement in this age of “un-marketing,” the CMO Council, in partnership with Pegasystems, will present a strategic overview of how marketers are feeding the always-on marketing brain. Gone are the strategies that simply look to maximize campaign engagements as they are being replaced by customer journeys that traverse acquisition, retention and advocacy to maximize customer lifetime value.

In recent years, B2B marketers have been confronted with a barrage of new technologies and systems aimed at making them more productive, efficient and successful. But which technology investments are worth making and what do you need to know before adding new systems to your technology stack?

Show Me Your Stack (#MKTGstack) is an ongoing webinar series featuring a roster of forward-thinking B2B marketers that provides a glimpse into the marketing infrastructure that powers their demand gen engines and serves as the critical backbone to their business.

Everything from CRM and marketing automation to content management, business intelligence and analytics systems will be covered – basically, anything in the stack!

Each episode features a different marketer who will walk you through their marketing tech stack, share their goals and explain how their teams are structured. Don’t miss this rare chance to see how the best in the business invest in and use marketing technology.

About Acquia:
Acquia is the digital experience company. Intuit, Warner Music Group and Stanford University are among the more than 4,000 organizations that are transforming their digital businesses with Acquia’s open cloud platform. Global 2000 enterprises, government agencies and NGOs rely on Acquia to create new revenue streams, lower costs, and engage audiences more deeply through content, community, commerce and context.

In recent years, B2B marketers have been confronted with a barrage of new technologies and systems aimed at making them more productive, efficient and successful. But which technology investments are worth making and what do you need to know before adding new systems to your technology stack?

Show Me Your Stack (#MKTGstack) is an ongoing webinar series featuring a roster of forward-thinking B2B marketers that provides a glimpse into the marketing infrastructure that powers their demand gen engines and serves as the critical backbone to their business.

Everything from CRM and marketing automation to content management, business intelligence and analytics systems will be covered – basically, anything in the stack!

Each episode features a different marketer who will walk you through their marketing tech stack, share their goals and explain how their teams are structured. Don’t miss this rare chance to see how the best in the business invest in and use marketing technology.

About Acquia:
Acquia is the digital experience company. Intuit, Warner Music Group and Stanford University are among the more than 4,000 organizations that are transforming their digital businesses with Acquia’s open cloud platform. Global 2000 enterprises, government agencies and NGOs rely on Acquia to create new revenue streams, lower costs, and engage audiences more deeply through content, community, commerce and context.

In recent years, B2B marketers have been confronted with a barrage of new technologies and systems aimed at making them more productive, efficient and successful. But which technology investments are worth making and what do you need to know before adding new systems to your technology stack?

Show Me Your Stack (#MKTGstack) is an ongoing webinar series featuring a roster of forward-thinking B2B marketers that provides a glimpse into the marketing infrastructure that powers their demand gen engines and serves as the critical backbone to their business.

Everything from CRM and marketing automation to content management, business intelligence and analytics systems will be covered – basically, anything in the stack!

Each episode features a different marketer who will walk you through their marketing tech stack, share their goals and explain how their teams are structured. Don’t miss this rare chance to see how the best in the business invest in and use marketing technology.

About Acquia:
Acquia is the digital experience company. Intuit, Warner Music Group and Stanford University are among the more than 4,000 organizations that are transforming their digital businesses with Acquia’s open cloud platform. Global 2000 enterprises, government agencies and NGOs rely on Acquia to create new revenue streams, lower costs, and engage audiences more deeply through content, community, commerce and context.

B2B marketing and sales teams are on a constant quest to improve upon their revenue-generating efforts, and the tasks involved — seeking out new business, creating a seamless buyer experience, building and tracking campaign efforts — all require significant time and effort.

What if there was a way marketers and sales teams could save time and effort and increase revenue generation at the same time?

At Pardot, we’ve used our own marketing automation solution to build our business as we’ve grown from a small start-up to a part of a Fortune 500 company. Now, Pardot is changing the way that other areas of Salesforce do business as well.

Hear straight from the experts in this 40-minute webinar on how Salesforce uses Pardot. We’ll have representatives from Pardot, Desk.com, and Salesforce Foundation to share insights on:

- how Pardot powers their day-to-day marketing and sales processes
- specific challenges that Pardot has helped them overcome
- the killer results they’ve seen with marketing automation

It's often said that retaining customers is a lot easier and cheaper than finding new ones. But how do you put this into practice and use data to your advantage?

In this webinar, DueDil analyst Andrew Warren-Payne will discuss why B2B customer marketing is so important and how you can put a plan into place. He will cover:
-) Setting goals and objectives for B2B customer marketing
-) How to map your customer lifetime journey and plan your communications accordingly
-) How to prioritise your existing customers using first party and third party data for retention and upselling activity
-) How to work together with sales and account managers for maximum effect

Shawn Elledge, founder of Sales Lead Automation, Michael Westafer, CEO of Roger West and Troy Burk, founder of Right On Inter

According to the Aberdeen group, "Best-in-Class" companies are 67% more likely to use a marketing automation platform. However without an strategic road map, marketing expertise and effective processes your doomed for failure. Technology alone will not work.

Join Shawn Elledge, founder of Sales Lead Automation, Michael Westafer, CEO of Roger West and Troy Burk, founder of Right On Interactive for a lively presentation on how to:

In 2014 RNDC, the second largest wholesaler of alcoholic beverages in the US, built a suite of Sales Force Automation tools that would transform the way their field sales force went to market. Their focus was to drive sales success by increasing the sales rep’s effectiveness on each sales call, delivering higher customer satisfaction with the sales process and information.

In this presentation, Bill Smith, Director of Sales Quality Assurance, will discuss how sales leadership and BI developers, working with MicroStrategy Mobile technology, developed best-in-class mobile applications, delivering real-time analytics to the field sales teams at RNDC.

From making CRM an administrative nightmare to deterring users – discover seven of the most common “deadly sins” companies make with their CRM - and how to correct and avoid these pitfalls.

Join the operations manager of a leading electronics manufacturer and Scott Mangelson,

Partner of Armanino’s CRM practice as they share the impact the Seven Deadly Sins of CRM have on users and your bottom-line. Use these tips to breathe new life into your current CRM or plan your next project.

VP of Strategy at ClickMail and Brian Steacy, Regional Director at Adestra. Grant and Brian

This webinar will be presented by Grant Johnson, VP of Strategy at ClickMail and Brian Steacy, Regional Director at Adestra. Grant and Brian will look at these two key marketing tactics and explain how they can form the basis of a successful marketing program.

You’ll learn more about:

The importance of email marketing
How to make sure your emails get in your subscribers inboxes
Ways to grab the attention of your recipients
The growing influence of content marketing
How to build content that engages your audience
Testing to optimize your customer journeys

With the growing importance of social media within today’s marketplace, social media has now become a critical part of the customer service role for many brands. Traditional methods of call centers and canned email responses have given way to full-service customer service teams dedicated to resolving customer needs and concerns quickly and efficiently via social media. In a recent survey, nearly 60% of global CEO’s expect social media to be their primary customer engagement channel within 5 years. Also, 90% of companies will utilize social media for customer care by 2020. Join us to discuss the current landscape and the future direction of social customer care through an examination of best in class brands.

Did you know that 89% of marketers say measuring social ROI is a priority, yet almost half say they’re unable to quantify whether social has made a difference in their organization? In this live webcast, we will bring order to ROI chaos and show you how to make the business case for social.

You will also learn about:

•Avoiding making ROI the enemy of social value
•How brands boosted ROI with World Cup social activations
•Translating social data you are collecting today to business key performance indicators

Join ITX’s Executive Vice President of Strategy, Sean Flaherty and Paychex’s Director of Program, Product and UX, Jeremy Durham for an informational webinar that discuses how your technology plan can earn your company brand advocacy.

Abstract: As a marketer, brand advocacy is always your end goal. There is no better feeling than one of your customers, being so inspired by your solution and sharing that experience with their connections. In order to move clients to brand advocates, you must have a centralized technology strategy.

So what strategy do you choose? In the webinar, Sean Flaherty and Jeremy Durham will take you through the questions you must answer in order to obtain a technology plan that puts you on a track to inspire brand advocates. The key is to have technology solutions that are worthy of your brand and fully represent the experience clients and prospects can expect from partnering with your company. Creating digital experiences that engage, inform, inspire, and influence the people that matter to you most, where and when they need it, is critical to your success. With so many opportunities to explore, like mobile, social, and location-based offerings, the clever use of technology needs to be a differentiator for your business.

Be sure to listen in as Sean and Jeremy go through the steps and thought processes required to come up with a winning solution around your technology experiences.

What You Will Learn:

It’s important to understand why you do what you do.
Learn the steps you much achieve to obtain brand advocacy.
How various technology features can engage your users.
How various organizations aligned their top executives and executed their technology roadmaps

It is harder than ever for today’s marketers to capture and retain customers. Buyers today are even more empowered with an increased access to information. And now, marketing teams must compete across a growing array of digital channels to get their audiences’ attention. Customers get bombarded, and it becomes much harder to know if you are reaching your customers — and if your messages are resonating.

All this means that the era of campaign-centric, start-stop marketing is over. Marketers can no longer wait until after a marketing campaign ends to determine if it is having an impact. Marketing must be data-driven, continuously improved with predictive outcomes. This webinar will examine how the best marketing organizations are breaking out of the campaign-centric marketing trap, achieving predictable outcomes, and outpacing their competition.

Bernie Borges of Social Business Engine and Mike Lemire of HubSpot interview Dan Moyle from Amerifirst Home Mortgage

Bernie Borges of Social Business Engine and Mike Lemire of HubSpot interview Dan Moyle from Amerifirst Home Mortgage to unveil secrets to their social business success using persona based content marketing. Mike offers an e-book How to Do Inbound Marketing Like HubSpot.

You'll learn how Dan and Mike developed a content strategy with multiple nurture touch points to drive people into the Top of the Funnel, guiding some of them through the Middle of the Funnel and some to the Bottom of the Funnel resulting in new mortgage customers.

Rather than the old sales cliché "always be closing," Amerifirst's content is predicated on a different mantra; "always be helping." This approach is producing stellar results. Website traffic has grown from 3,000 to 40,000 per month. And, those visitors are relevant as evidenced by their sales growth.

Finally, on this episode you'll be entertained by Mike Lemire's amazing singing talent. We managed to get a small sample of Mike's singing on this episode for your entertainment.

A social business enjoys significant competitive differentiation, brand loyalty, employee loyalty and measurable business results. The Social Business Engine digital TV show will help you advance your social business journey.

As markets become more fluid and fragmented, it becomes increasingly complicated for marketers to deliver the right messages to the right potential buyers to cultivate ready-to-buy leads. Traditional demographics are failing as a method for identifying likely buyers, so how do modern marketers keep up?
Join us to explore the world of lead scoring. Learn how to cultivate a tight relationship between sales and marketing by identifying hot leads, ranked and scored based on profile characteristics and tracked online behavior.

After the first and second iterations of Google’s Penguin update, which was aimed at sites conducting black-hat link building, the world of link building (actions aimed at increasing the number and quality of inbound links to a page) seemingly changed. Especially with Google’s new Hummingbird algorithm setting the stage for the future of mobile search. Authoritative websites that are focused on the end user and links that you want are now the key focus.

During this webcast you will learn

What it takes to build critical links in a post-Google Penguin world.
Tactics that no longer work
How the recent Hummingbird update affects your online marketing strategies

Become a marketing alchemist and turn leads into gold. Learn how to: align with Sales to understand the four “whats,” understand your market’s key interests, handle responses to provide both short and long term gains, and translate what you have into what people want so you can attract the most promising buyers.

Bruce Temkin, Chair of the Customer Experience Professionals Association and David Flammia, Head of LP Insights at LivePerson

Companies are investing millions of dollars to build an eCommerce site focused on driving more traffic, delivering on brand promise and increasing sales success. Yet customer visit bounce rates remain well over 50%, while online conversion percentages have flat-lined at <2% over the last decade.
Marketers continue to search for deep insights about their customers in order to make their online investments count. With the tremendous amount of data available today, gathering and analyzing the right data with the most effective tools will promote better website targeting, increase conversions and improve customer service.
Join us on Thursday, August 29th as leading industry expert Bruce Temkin and Head of LP Insights at LivePerson, David Flammia, discuss:
• New techniques for tapping into more robust unstructured data sources
• Using text analytics to deliver richer insights about customers
• Actionable strategies from leading eCommerce and retail brands

In today’s information-abundant world, buyer-centric content targeted to specific personas and buying stages is more important than ever before. However, larger organizations have been slow to establish efficient processes for content creation, leaving individual departments responsible for creating their own content. This lack of process leads to inconsistent, redundant, and low-quality output—as well as poorly utilized resources and wasted content.

But how can you create a unified content marketing process within your organization to ensure this doesn’t occur? Join Toby Murdock, CEO of Kapost, to find out how to create an efficient and successful content marketing process within your organization.

In this session, you will learn how to:

●Plan marketing campaigns around quarterly goals and themes

●Get the most out of your content by producing and repurposing “content pillars”

●Establish processes for collaboration and communication across departments

Content marketing strategy and Buyer Persona development are the cornerstones of effective demand generation. However, translating the strategy behind those initiatives to the latest technology for effective execution can be a huge speed bump for many organizations. After the dust of consultants, executive roundtables and planning workshops clears you're still left with the glaring question of “how”.

The fact is, utilizing marketing automation to facilitate this complex process is a must, and in order to do so effectively, we need to implement a scalable, repeatable process rooted in best practices. In this session, you will discover:

•The essentials to making conversations repeatable
•How to create a feedback loop for persona maintenance
•Key skillsets your team needs to drive long term success
•The #1 element needed to drive a dynamic lead lifecycle
•How to create accurate ROI reporting

Once you have your buyer personas, it’s time to create a content strategy to increase your company’s ability to engage and motivate your audience. Just creating content is not enough on its own. There must be a method behind the madness to achieve top performance that generates high quality leads your salespeople will pursue.

In this session with Ardath Albee, author of eMarketing Strategies for the Complex Sale, you’ll learn how to calm the chaos and take a practical approach to creating a content strategy designed to increase relevance and response, including:

Developing a content marketing strategy remains one of the toughest challenges in B2B Marketing today. At the same time, it is near the top of the list of priorities for got-to-market strategies in the new digital age. Developing and defining an effective content strategy starts with understanding your audience of customers and buyers. How can you get to know your audience of customers and buyers?
In this session, you will learn of the Power of Buyer Personas to help you deliver the right content, to the right buyers, at the right time. Shaping an effective and on-target content marketing strategy. You will learn from the creator of buyer personas, what a buyer persona is, how to gain deep buyer insights, and how they inform content strategy. In this session, you will discover:

•What is a buyer persona and why the original definition still matters

•How to acquire deep and profound buyer insights

•How to use the powerful modeling tools of buyer persona and buyer insight development

To build thought leadership, your company needs to be heard on a regular basis and become synonymous with insightful, credible content. When the discussion turns to scaling content marketing efforts, many up-and-coming thought leaders become paralyzed out of fear of losing control over quality and voice. This severely limits their market potential and cripples their ability to compete with other industry players.

Join us on May 15th at 2:00 PM EDT as we share insider knowledge that will help you learn how to have your cake and eat it, too. Discover how to unleash your potential, create momentum, and become your company’s content marketing hero

BtoB Sales and marketing professionals frequently cite LinkedIn as one of the most valuable social networks to incorporate in a marketing and sales strategy. In fact, some statistics report that LinkedIn is 277% more effective for BtoB lead generation than Twitter and Facebook. However BtoB professionals are having trouble grasping how to get the most out of this powerful network.
Register for this webinar and learn how Shawn Elledge, CEO of Demandcon and Josh Turner, Founder of Linked University use eGrabber, the industry’s most accurate Internet research technology to capture, append & update BtoB prospect lists.
We will discuss data strategies that work, what doesn’t, and how to build a highly targeted prospect list.

Companies are collecting a ton of information about buyers and their behaviors, but too many aren’t using it to improve the sales process, and ultimately drive more revenue. In addition to missing a big opportunity, they risk being shunned by more educated, sophisticated and demanding customers and prospects who expect to be marketed to as individuals.
In this session you will learn more about what sales and marketing can do to deliver amazing buying experiences that convert. Specific areas to be covered include building a centralized database, segmenting, personalizing the website experience, using dynamic content and getting personal via automation.